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Data: The Key To Effective Communication Online

Communication is the internet’s gift to the world. We’re all able to get in touch with a lot more people than ever before. Whether you’re running a business or hosting a blog, that visibility is something you want to strive to keep. But the digital world has taken the human art of communication and added a calculated twist to it. Now, the data you collect behind the conversations can help you communicate more effectively than ever.

The idea of using data to improve your online communication seems cold. Data is inhuman and it’s objective. But that doesn’t mean you have to use it in an inhuman way. Rather, you can use data to better understand the human side of communication than ever before. A lot of businesses and writers do this nowadays by creating a buyer persona. This means taking in all the data they collect on their readers and customers. Then taking that data to create a mental image of their average or ideal customers. By better understanding this ideal customer, you can hone your marketing and your writing voice to better suit them. It helps you create a brand that’s less generic and make content that really hits with that ideal customer.

Impact is measurable

Before the advent of data, advertising was a hard thing to really get a grasp on. You couldn’t be entirely sure whether a campaign actually worked or not. You just had to put it out there and hope for the best. Nowadays, however, the data captured from one message helps inform the next. Nothing goes out without being measurable, its lessons ready to be implemented. Businesses like CandidSky and other professionals don’t take chances. If they launch a pay-per-click ad, they’re using analytics to measure its impact as soon as it’s live. What parts work, which elements don’t? These measurements are the kind of steps you need to be taking on your message as well. Don’t leave anything to chance anymore.

Getting your presence just right

The same can be said of your website. Design is subjective to a degree, so you often need to keep switching it up to see what works best for your online presence. That’s why a lot of businesses use methods like A/B-testing. Switching between various elements of design and testing them to see which are best at keeping the visitor’s attention. In particular, paying attention to which designs convert more visitors into customers. Little changes like text size, button color and the location of a call-to-action can have a big impact on the overall cohesion of a page. Making these subtle changes over a long period of time can help you slowly but surely nail down the best version of your site.

Data helps you do more than just gauging the reaction to what you say and how you say it. It helps you better understand the people you’re talking to, as well. Take the impersonal and make it personal. You’ll be surprised how effective it can actually be.

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